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Unframed by Samsung

Unframed by Samsung | Samsung | R/GA
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basics
Industry: Electronics & Audio-Visual
Media:Cyber
Style: Minimalism
descriptioncnen
Synopsis
At the beginning of 2017, Youtube and Facebook had fully adopted 360º video and VR, as part of their platforms. However, although they made it easy to upload and watch, few people were actually doing it. People/creators were using 360º cameras to shoot things in the same way they would shoot a traditional shot - not considering the 360º frame they had to play with. As a result, the 360º content people were seeing, wasn’t good - because it wasn’t considered. And because people didn’t know how to shoot it, nobody wanted to watch it. Samsung, the market leader in 360º hardware, and maker of one of the leading VR headsets (Gear VR) knew that to grow the 360/VR category, they needed to normalize watching and creating 360º content. *For Samsung, VR is a 360º video that’s viewed through their Gear VR headset with a Smartphone. The content is identical.
Strategy
Target: Millennials. Medium/heavy social users, with a focus on Facebook, Youtube, and Instagram. Our strategy was to partner with social content and live content producers to Unframe their offerings and give people amazing examples of how much better content can be when it’s properly shot for 360º video and VR. Each partner was chosen based on relevance/popularity with our audience and their ability to achieve global reach. Every VR experience was livestreamed to Gear VR headsets. Coldplay, UFC, and X-Games were chosen to be one of a kind events with mass scale to showcase the immersiveness of properly shot VR experiences. BuzzFeed and NowThis were chosen for their popularity on Facebook and Youtube (the only two platforms that support 360º video) and to be a source of always-on weekly content with high engagement.
Relevancy
This goal of this campaign was to bring Samsung and their media partners together to create experiences that were completely innovative for the 360º video category. “Unframed by Samsung” wasn’t just a campaign line, it was a philosophy, that gave traditional content creators a whole new way to think about how they create content. Our campaign line was a brief to media partners to change the way they create content so that the masses could experience the magic of 360º video naturally through the type of content they were already seeking out.
Outcome
+300 million combined video views NowThis x Samsung #1 Most Viewed Branded Campaign on Facebook in 2017 23 of our videos were selected by YouTube for their Best of VR Portal - a showcase of the best 360º/VR content the internet has to offer +1.5 billion media impressions 57% increase of Samsung VR active users Coldplay Live At The World - became the largest global VR Livestream in history
Execution
We started by Unframing Coldplay - through a 360º/VR Livestream that turned the world into a stage. People all over the globe felt like they were there, with access to vantage points they could never see as live spectators, like on stage, backstage, and even over the stage. We Unframed UFC 212, by livestreaming the first 360º/VR fight ever, directly to Samsung VR headsets. And promoted the fight by bringing viewers into the octagon with 360º choreography that showcased the immersiveness of properly shot VR. We Unframed X-Games weekend, giving VR viewers live access no live spectator or TV viewer has ever had before. Like ariel vert ramp views and even a cameras built into skate and BMX freestyle courses. We Unframed BuzzFeed and NowThis by having them create content using Samsung’s Gear 360 camera, that felt just like entertainment, but were really examples of the best Un-framing techniques.
CampaignDescription
We needed to show people that everything they loved to watch, can be better when there’s more than one angle to see... and, give them a way to think about content beyond the traditional frame. Essentially, we needed to show them how much better a 360º video can be when it’s created properly. Our idea was to partner with some of the world’s biggest traditional social content creators to “Unframe” their offerings by creating content that was designed specifically to be better in 360º. “Unframed” wasn’t just a campaign line, it was a philosophy, that gave traditional content creators, and viewers, a whole new way to think about how they watch and create content.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Media
Use of Brand or Product Integration into a Programme or Platform
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